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Lightlife Foods - Meat Without The Middleman

Being a "meat alternative" not only sounds gross, it requires much unhelpful explanation and positions a brand immediately as "less-than." On top of that, 91% of the U.S. population eats meat because animals are delicious. But they're not the only things that are delicious. In fact, they're not the only things that can make meat. A trend towards "flexitarianism" set the stage perfectly for a campaign that told the truth about meat: All meat is made from plants. Cows eat grass and turn it into beef. Chickens eat grain and turn it into poultry. Lightlife is thick, juicy, delicious, mouth-watering protein. It's meat.

Project Roles
Content Strategist, Strategist
Lightlife Foods
Brand Strategy, Content Strategy, Creative Strategy, Research, Social, Social Media Strategy
Advertising, Commercials - Video, Social Media Content, Briefs, GIFs
Project Industries
Packaged Goods
Lightlife Foods - Meat Without The Middleman